Streaming has outpaced the combined share of broadcast and cable TV viewing for the first time ever, according to a new Nielsen report.
Streaming represented 44.8% of total TV viewership in May, its largest share to date, while broadcast (20.1%) and cable (24.1%) combined represented 44.2% of TV viewing, according to Nielsen’s The Gauge monthly report.
Compared with this time four years ago, when Nielsen started its monthly reports, streaming has skyrocketed 71%, while broadcast and cable viewing have declined 21% and 39%, respectively, according to Nielsen.
“While many have expected this milestone to occur sooner, sporting events, news and new season content have kept broadcast and cable surprisingly resilient,” said Brian Fuhrer, Nielsen’s senior vice president of product strategy and thought leadership, in a recorded video statement.
The share of streaming has been steadily rising in The Gauge reports since 2021, compared with broadcast and cable’s share of TV viewing.
